TIKTOK Expands Search Ad Opportunities for All Advertisers

TikTok is introducing a significant change to its advertising landscape. Brands, including notable names like Clinique UK and DIBS Beauty, now have the chance to feature in search results through sponsored content.

TikTok Ad News

TikTok's latest announcement outlines how advertisers can seamlessly integrate their promotional materials alongside organic content within the app's search results.

Users conducting specific video searches will encounter these sponsored offerings. When a user interacts with an ad, they can proceed to explore search results presented in a user-friendly feed format. These ads are drawn from the brand's existing video content on the platform.

Sponsored Content Next to Organic TikTok Posts

On the search results page for a given query, sponsored content appears adjacent to organic posts.

Each sponsored video thumbnail is subtly labeled as "sponsored" in a semi-transparent manner. It's worth noting that these ads share a consistent "sponsored" label with videos that already appear as interspersed content within users' personalized For You feeds.

Advertisers are automatically enabled for search ads, as this feature is set to the "on" default.

Why Ads in Search Now, TikTok?

TikTok's decision to incorporate ads into search results is a logical progression in its advertising evolution. A similar approach was adopted earlier by Instagram, where sponsored content aligned with a user's search query became part of the experience. On Instagram, search ads materialize once a user clicks on a post and begins scrolling through the ensuing content.

TikTok and Advertisers

The prominence of ads within TikTok's search pages underlines their potential value for advertisers. Particularly among younger demographics, TikTok is emerging as a Google alternative for seeking recommendations on products, dining options, and entertainment choices. This shift has proven to be even more effective than anticipated.

However, it's important to acknowledge that TikTok's search capabilities are not as advanced as those of Google Search. Keyword queries and hashtags often yield limited results or are not as intuitive as desired.

How to Advertise on TikTok

If you're ready to harness the potential of TikTok advertising, follow this step-by-step guide to get started:

1. Understand TikTok's Ad Formats: Familiarize yourself with TikTok's diverse ad formats, including:

   • In-Feed Ads: Native ads that appear in users' For You feed.
   • Branded Hashtag Challenges: Encourage users to participate in challenges related to your brand.
   • TopView: Full-screen video ads that appear as the first thing users see upon opening TikTok.
   • Branded Effects: Customized effects users can apply to their videos, associated with your brand.

2. Set Up Your TikTok Business Account: If you don't have one already, create a TikTok Business Account. This will grant you access to TikTok's advertising tools and analytics.

3. Define Your Target Audience: Clearly define your target audience based on demographics, interests, and behaviors. TikTok's ad platform allows you to narrow down your reach effectively.

4. Choose Your Campaign Objective: Select your campaign goal, such as website visits, app installs, video views, or engagement.

5. Set Your Budget and Schedule: Determine your advertising budget and schedule. You can set either a daily or lifetime budget, and you have the flexibility to choose specific dates and times for your ads to run.

6. Select Ad Placements: Choose where you want your ads to appear. You can opt for automatic placements or manually select specific placements.

7. Create Your Ad Creative: Design captivating ad creatives that resonate with your target audience. Videos should be engaging, authentic, and in line with TikTok's creative style.

8. Add Captivating Captions and Hashtags: Craft compelling captions and incorporate relevant hashtags to enhance the discoverability of your ads.

9. Choose Your Call-to-Action (CTA): Select a clear and relevant CTA that guides users on what action to take after engaging with your ad.

10. Measure and Optimize: Monitor the performance of your ads using TikTok's analytics dashboard. Track metrics such as views, engagement, click-through rates, and conversions. Use this data to optimize your campaigns for better results.

11. Engage with User-Generated Content: Encourage users to create content related to your brand, products, or challenges. User-generated content can amplify your reach and engagement.

12. Leverage Influencer Partnerships: Collaborate with TikTok influencers who align with your brand. Influencers can help amplify your message and create authentic connections with their followers.

13. Test and Iterate: Experiment with different ad formats, creatives, and targeting options. Continuously analyze the results and refine your strategy based on what works best for your audience.

14. Comply with TikTok's Policies: Ensure your ads adhere to TikTok's advertising policies and guidelines to avoid any potential issues.

By following these steps, you can effectively harness the power of TikTok advertising, now, including in search results. Good luck!